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Bio-Rad - Revenue MarketingContacts and Targeted Messaging

Presented by The Pedowitz Group

November 6, 2012

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The Pedowitz GroupDIFFERENCE

Revenue Marketing Agency

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Representative Enterprise Clients

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AGENDA

INTRODUCTIONS AND REMINDER ON BUYING CYCLE

TARGETED CONTACTS AND MESSAGING

WRITING FOR REVENUE MARKETING – HOW TO START

CONTENT 101 – CREATE NEW, RE-PURPOSE AND TEST

NEXT STEPS

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Buying Process has Evolved

FindNameFind

Name Sales CycleSales Cycle

Sales CycleSales Cycle

Awareness Education Compare Decision Buy

Customer Buying CycleCustomer Buying Cycle

Sales Cycle

Awareness Education Compare Decision Buy

Old School Buy Process:

Today’s Buying Process

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Multi-step Buying Processes

Awareness Education Compare Decision Buy

Sales CycleSales Cycle

New platform allows us to create models and maps of detailed customerbuying processes, allowing us to hypothesize and measure groups.

Targetedmessaging

Targetedoffers

InterestGauges

Customer Buying CycleCustomer Buying Cycle

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Customer Acquisition Strategies

Lead Generation – Prospects and inquires> PR> Web

SEO Online advertising (banners, PPC) Site design Blogging

> Social Media Channels LinkedIn Facebook Twitter

> 3rd Party Content syndication Purchased lists

Events• Seminars• Workshops• Webinars – Hosted• Conferences• Tradeshows

Referrals from clients Alliances

• Vendors• Current partners

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Buying Cycle Stages

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Buying Cycle: Awareness

I wonder if thereis a better way to

do this?

This is the waywe have alwaysdone research

in the lab.

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Buying Cycle: Awareness

I wonder if thereis a better way?

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Buying Cycle: Consideration

But whichcompanies best

meet mybusiness needs?

My researchshows me there is

a better way .

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Customer Search

I don’t trust that my research data is reliableI need to be able to publish my results quicklyI need to be able to justify the cost of new technology

My business needs:

Simplifies myprocess

Increases dataquality

Is within mybudget

My pain points:

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Online Search Results

Increases dataquality

Simplifies myprocess

Increases qualitySimplifies process

Fits budget

=

=

=

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WHO

Contacts

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APAC Data Analysis

Who: All ContactsCountries: Australia, India, New Zealand and Singapore

Contacts: Total contacts: 36,319 Contacts w/ emails: 27,800 (77%)

Australia: 14,733 India: 4,338 New Zealand: 1,913 Singapore: 6,816

Accounts: Accounts: 4,355

Australia: 1,254 India: 2,535 New Zealand: 207 Singapore: 359

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APAC Data Analysis - Titles

59% of titles are listed Australia is the highest with 71% listed

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APAC Data Analysis - Industry

Industry distinguished what type of business the account is (Academic,Pharma…)

52% of industries are listed New Zealand is the highest with 86% listed

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APAC Data Analysis – Research Area

51% of research areas are listed Australia is the highest with 78% listed

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The Cost of Dirty Data

If 25% of your data is inaccurate…If 25% of your data is inaccurate…

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Segments and Profiles

Key CriteriaOrganization Type (Academic, Pharma or Gov)Area of ResearchTesting TechniquesJob Function/Job Title

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Targeted Messaging

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The 3-Second Rule

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Steps in Targeted Messaging

Step 1: Understand Motivation Step 2: Optimize Relevance Step 3: Optimize Layout Step 4: Ensure Compliance Step 5: Test

Checklist

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Step 1: Understand Motivation

Value Proposition: Is it meaningful? From Line: Who is it from? Subject Line: Does it communicate value in first 35 characters? Preview: How does it look?

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Value Prop: Is it meaningful to me?

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Who is it from? What is this about?

80% of email recipients open their inbox, read the“from” line and then the “subject” line, and thendelete. Then, they read the remaining emails in theirinbox. Digital Impact Study

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Subject Line Guiding Principles

1. Get to the point. Communicate value to recipient in first 35characters.

2. Engage. Provide a sense of urgency and prompt them to open the e-mail immediately.

3. Be relevant. Speak to the needs and interests of your recipients asindividual people.

4. Build trust. Do not over promise or mislead. This can destroy trustand damage your brand.

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Step 2: Optimize Relevance

Personalize: Is it appropriate? Imagery: Does it engage or repel? Tone: Does it reduce anxiety?

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How does it look?

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How does it look? Text / Personalized Email

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Who is it from? What is this about?

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Personalization – Build the Relationship

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Good Copywriting Tips

Write for the customer, not for yourself. Get to the point. Use less than 100 words. Place primary call-to-action links above the fold. Write short sentences: easy to scan, punchier, more active. Use benefit-oriented subheads. Use bullets to capture value proposition. “So-What?” Use this repeatedly to help you get to the real message. Use a P.S. to call attention to urgency of offer.

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Copy deck structure

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Copy deck structure

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Copy deck structure

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Step 3: Optimize Layout

Images Off: Can you still identify value prop? Eye Path: Where does your eye go with images on? Call-to-Action: Is it clear and accessible?

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Red X Challenge

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Reality – Images Off

Squint Test: Close your eyes,open, and immediatelyidentify first thing you seeabove the fold. Is it the valueprop?

Start to identify where theeye drifts positively andnegatively to optimize layout.

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Test Your Call-to-Action (CTA)

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APAC Test email 1

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APAC Test email 2

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Step 4: Insure Compliance

Privacy Policy: Does the email adhere to your private policy? Compliance: Is the email brand complaint?

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Step 5: Test

No absolutes – testing yields best optimization results.

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No substitute for testing

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Testing Answers Questions

Is the messaging easy to understand? Is the call to action more compelling? What are barriers for prospects to convert to a lead? Are we asking for too much information? Do prospects understand the offer and find it valuable? Which topics resonates the best with this segment? Which layout drives the highest conversion? Which images create higher levels of engagement?

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Email Testing Examples

Design Layout Subject Line From Line Call to Action (CTA) Email Opt-In Message Relevance Tone Personalization

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Email Design Optimization Checklist

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Why are Lead Nurturing Campaigns Important?

Lead Nurturing - the process of building relationships with qualified prospectsregardless of their timing to buy, with the goal of earning their business when theyare ready.

Builds a relationship with prospects - most non-sales leads will eventually be readybut its up to you to provide relevant information when they are ready to make abuying decision

“Up to 95% of the qualified prospects on your Web site are there to research andare not yet ready to talk with a sales rep, but as many as 70 percent of them willeventually buy a product from you – or your competitors” Brian Carroll – CEOInTouch

What lead nurturing is NOT> Sending out an e-newsletter on a semi regular basis> Randomly calling leads every few weeks to see if they’ll buy> Blasting entire database with a new case study> Sending out a piece of content that promotes company’s products and services and does

not take into account your prospects interest or needs at their buying stage

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Basic Lead Nurturing Campaigns

There are two types of lead nurturing campaigns and processes that canhelp you get started with goal of generating more and better-qualifiedleads.> In-bound marketing campaign – new leads> Cross sell/Up sell campaigns – existing customers

In-Bound marketing campaign – this is your chance to make a good firstimpression.> Sources: visit to website,3rd party channels/content syndication, branding, PR,

advertising, social media channels etc. Cross sell/Up sell campaigns – your chance to get increased interest and to

determine where your leads are in the buying process.> Current install: activity based

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Email flow

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Questions or Observations?